Figuring Out LinkedIn (Sales, Prospecting, More)

[Andy Black]

From 28-Dec-23:

For me, my main learning was the value of consistently posting even if you don't seem to get much engagement. Some people see the posts and it's enough to get them referring you on.

It's not direct response stuff. For example, someone I worked with years ago had an interview somewhere and recommended me in the interview. The interviewer checked out my profile and referred me to a colleague. Months later they end up becoming a client. Did my regular posting help? I'm sure it just showed I'm active, and likely reminded the person I used to work with that I'm still doing what I do.


For 2024 I'll try to keep posting almost daily. I may look at doing short videos again, but not talking head ones. I'd like to create screenshare or animated videos that educate on a specific concept.

2024 review:

I talked about consistency in my 2023 update (above), and how I was going to post daily, and more short videos (not talking head).

Halfway through the year I changed my mind about what consistency means.

I think it's more important to be consistent about WHAT we post about rather than WHEN we post.

I ruthlessly removed anything on my recent timeline that wasn't about Google Ads, and then posted fairly irregularly.

Engagement and reach went up, especially when I figured out a style of carousel that was zoomed in enough to be read on a mobile. I focused more on carousels than video as they're easier to do and consume, and they can do well on LinkedIn.

I created a LinkedIn newsletter but lost the will to live after posting a story and it not doing anywhere near as well as when I posted it as a normal post. I'll post a newsletter issue if and only if I need all the formatting options they give us.

A very dry explanation video did really well. I was surprised and I think it's because of the insights in the video. I deliberately didn't have any hooks or fancy graphics.

One of those "Let me know if you're interested" posts did very well. I spent HOURS having to DM people and decided to never to it again unless I could somehow automate it without getting banned.

Increased engagement and reach was mostly from peers though rather than prospects, but I don't really mind that.

I've picked up quite a few clients via LinkedIn DMs. They either already knew me from years ago, or were referred by people I knew years ago. I think this is where my focused profile, timeline, and high engagement on my posts help. They make me look like I know what I'm talking about.

In the past I picked up clients just by sending blank connection requests to hundreds of people a day (we can't do hundreds a day now). So with my more focused profile I started sending connection requests to estate agents here in Ireland as I want to see if I can sign some up.


For 2025:

Continue to be consistent about what I post about, and NOT consistent about when. I'll try to post at least weekly, but think daily is too much for people to consume, and frankly I think it makes us look like we've nothing better to do.

Continue to send blank connection requests and follow up with a simple "Thanks for accepting my connection request." if they accept.

Continue posting carousels and vertical videos.

I may throw a few talking head videos in to see how they do, although I find most people's talking head videos are tedious at best. There's one guy who does them very well and I'll binge watch lots of them (Jefferson Fisher - Civility Media | LinkedIn)

I'd like to try Thought Leadership Ads and put ad spend behind posts that did well and see what happens.

See if/when there's an opportunity to post a LinkedIn Newsletter issue.

 

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